Since its founding in the nineties, UK based All Hardware (AHA) has been continually expanding into the European and eastern markets of consumer electronics. AHA sells all types of devices such as washing machines, dishwashers, stereos, TVs, as well as computers and peripherals.

AHA runs its own stores (AHA markets) in large cities across Europe some of which are only opened to registered retailers. In addition, AHA runs several luxury branded flagship stores and has a well-established internet shop.

One of the businesses with the highest growth rates in the past few years was the exclusive supply of high-end audio, video, and computer equipment to luxury hotel chains, driven especially by AHA's investments in the Arabic countries.

AHA has decided to purchase Oracle's Siebel CRM in order to streamline its IT systems into a single source of truth. The implementation project has several phases and spans over several years, after which, so is the intention, AHA...